CSR - Flygbranschens bästa fiende

Sammanfattning: Purpose: This thesis seeks to contribute with knowledge of how the consumer-based brand equity can be affected by CSR communication in the business of aviation. Method: In order to reach the purpose of this essay we used mixed methods; carried out a quantative survey, a qualitative interview with SAS head of CSR and conducted a content analysis of SAS CSR communications Conclusion: If an airline takes social responsibility its consumer-based brand equity can be influenced in a positive direction. This finding has been reached through the understanding that the respondents have answered that they can experience positive as- pects if an airline communicates CSR.The analysis indicates that SAS is not communi- cating CSR to the extent the company is working with it. Environmental issues are the focus of both the CSR within the company and the CSR communication, but the respondents do not have a large awareness of SAS CSR. Nor have they large awareness about SAS social and economic work. Through further analysis, identified results suggest that the SAS brand equity is strengthened through their CSR communication. Although CSR can affect brand equity, the results indicate that there are other factors that the respondents priorities higher, such as price. However, CSR has the potential to become an influential factor of higher rank in the future and therefore there may be a rea- son for SAS to expand their CSR communication